NDLI: Rethinking the obvious: Two cases on how ethnographic research enhances new product development in the context of B2b and B2c customer integration

Content Provider	IEEE Xplore Digital Library
Author	Schroder, A. Steinhoff, F.
Copyright Year	2009
Description	Author affiliation: Deutsche Telekom Laboratories ¿ An-Institut der Technischen Universität Berlin ¿ GERMANY (Schroder, A.; Steinhoff, F.)
Abstract	The present article addresses how ethnographic research tools can (1) support customer integration into new product development and (2) foster the identification of latent needs in order to develop new ideas in technology oriented businesses. It is widely acknowledged that users are important actors in innovation projects. Going beyond traditional market research and integrating the customer directly into the innovation process is suggested to be an important measure for market-oriented innovation management. In particular this paper reports on research in the context of innovation management, especially using ethnographic approaches. The cases presented will illustrate the realization of ethnographic approaches in the business to business market. Within innovation market research at Deutsche Telekom Laboratories cross-functional teams engage in such studies. Within this case, observers followed heavy users for mobile email in business context. They documented their usual workweek and their user behavior with mobile email applications in order to understand usage habits as well as usage barriers. The article will provide a praxis oriented overview on the application of ethnographic research as tool of customer integration in innovation management of Deutsche Telekom Laboratories and the adaptation of new methodological approaches according to specific research settings.
Starting Page	1976
Ending Page	1982
File Size	143445
Page Count	7
File Format	PDF
ISBN	9781890843205
DOI	10.1109/PICMET.2009.5261935
Language	English
Publisher	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Publisher Date	2009-08-02
Publisher Place	USA
Access Restriction	Subscribed
Subject Keyword	Product development Market research Laboratories Technological innovation Innovation management Uncertainty Horses Electronic mail Books Companies
Content Type	Text
Resource Type	Article

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1	Ministry of Education (GoI), Department of Higher Education	Sanctioning Authority	https://www.education.gov.in/ict-initiatives
2	Indian Institute of Technology Kharagpur	Host Institute of the Project: The host institute of the project is responsible for providing infrastructure support and hosting the project	https://www.iitkgp.ac.in
3	National Digital Library of India Office, Indian Institute of Technology Kharagpur	The administrative and infrastructural headquarters of the project	Dr. B. Sutradhar bsutra@ndl.gov.in
4	Project PI / Joint PI	Principal Investigator and Joint Principal Investigators of the project	Dr. B. Sutradhar bsutra@ndl.gov.in Prof. Saswat Chakrabarti will be added soon
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